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Marketing Chiefs From Pepsi, Fender, Virgin Mobile, Bacardi, Aon, Frito-Lay, Schwab and Others To Address IEG’s 27th Annual Sponsorship Conference

January 08, 2010:

March 21 to 24, 2010
Hilton Chicago

For More Information Contact:
Penny Perrey, IEG, LLC, Tel: 312/944-1727; Fax: 312/944-1897;
Web site:

Chicago, Ill. As marketers, the organizations and events they sponsor, and consumers and other stakeholders gladly leave 2009 behind, they are also shedding old rules, traditional roles and conventional approaches that often restricted them and limited their ability to deliver on the full potential of their partnerships.

In 2010, brands are not merely sponsors, but increasingly the creators, curators and distributors of entertainment. Fan communities are not just supporters of a team, cause or property, but powerful social networks that can affect change for good and forever. And live events are now shared productions with the audiences who alter and spread versions of their own across devices of their choosing.

This new landscape favors expressions over impressions and delivers platforms for the new products, services and applications people actually want. As a result, sponsorship no longer fulfills a strictly marketing function, but plays a significant and vital role in driving business.

That is why the theme for IEG’s 27th annual conference on sports, entertainment, event, arts, nonprofit, association and cause marketing is Unbound. The event will take place from March 21 to 24 in Chicago. 


Frank Cooper, senior vice president, chief consumer engagement officer, PepsiCo Americas Beverages, whose success stems from knowledge that it’s not just about what you sponsor, but how you sponsor that makes the difference in connecting with consumers. As he has said, “We’re past the world where you can simply write a check. Now consumers ascribe value to those who create, and brands have to create.”

Richard McDonald, senior vice president of global marketing, Fender Musical Instruments Corp., who builds relevance, meaning and value among it national dealer network as well as consumers who are creative, influential and keenly aware that the brand on their instrument says much about them.


The conference’s presenters are corporate marketers who may be taking a fresh approach or simply doing what others do, but much better. No matter their category or the make-up of their portfolio, their programs are successful and they will delve into what makes them so.

Sandy Bourne, vice president, corporate advertising, merchandising, sponsorship & events, BMO Financial Group, will speak about increasing customer value and stealing share from competitors through the Power of Blue activation platform, which provides special treatment for the bank’s customers at sponsored properties such as the Calgary Stampede, SkateCanada, Maple Leaf Sports & Entertainment and Toronto FC.

Phil Clement, chief global marketing and communications officer, Aon Corp., on how the company’s new jersey sponsorship with soccer powerhouse Manchester United will be scrutinized for return on marketing investment, including revenue capture from clients and prospects entertained at events.

Michael Dupee, vice president of corporate social responsibility, Green Mountain Coffee Roasters, Inc., will address how he and his colleagues have created a company that authentically uses business to achieve a higher purpose, as well as deliver returns to stakeholders.

Teri Felix, senior vice president, marketing communications, The Charles Schwab Corp., will show how the investment management and brokerage firm has leveraged its successful “Talk to Chuck” ad campaign by integrating its message into Schwab’s longtime national sponsorships with the U.S. Ski and Snowboarding Assn. and the PGA Tour and Champions Tour.

Todd Fischer, manager, national sponsorships, State Farm Insurance Cos., who will reveal what the company’s sports, entertainment and multi-cultural sponsorships provide that other media do not, and how to align your approach for a world where consumers are as likely to create media as consume it.

Toby Hester, head of football, Castrol, who will outline how the company competes for share of voice through activation programs in cluttered environments such as the FIFA World Cup and UEFA soccer championships.

Jamie Kistner, brand manager/shavers, BIC Consumer Products USA Inc., will share how the company is using sponsorship of properties such as Major League Gaming to position its products as relevant and valuable to young men through rights and content that enhance consumer experiences and drive product sales at retail.

Drew McGowan, senior group manager, PR and sponsorships, The Clorox Co., who will offer a candid look at what drove the company’s latest brand deals—including ties for Kingsford and KC Masterpiece with Keith Urban and Brita with the Sundance Film Festival.

Roger Phelps, promotional communications manager, STIHL Inc., on how the outdoor power equipment maker blends concern for the environment into its B2B relationships, proving that cause marketing is not simply the domain of B2C.

Antonio Portillo, senior brand manager/Sauza Tequilas, Beam Global Spirits & Wine, Inc., on how a small-budget partnership with norteno music has resonated and engaged consumers and provided value to trade partners.

Bob Stohrer, chief marketing officer, Virgin Mobile USA, Inc., on earning emotional equity and actual sales from sponsorship, as evidenced by successful partnerships between the wireless provider and Britney Spears, Lady Gaga and the Virgin Mobile Freefest. All of those deals have delivered relevant experiences and earned unprecedented brand affinity through exclusive access, content and meaningful cause tie-ins.

Steve Tihanyi, regional division marketing director, General Motors Co., will explore how sponsorship decisions are made at the new GM, given reduced marketing budgets and other constraints.

Rudy Wilson, director of marketing/Doritos, Frito-Lay North America, Inc., the developer of leading-edge strategies that marry the reach of digital, the power of participation and the pull of entertainment will discuss Doritos’ wildly successful consumer-generated Super Bowl ads, Xbox partnership and use of augmented reality technology to offer 3-D virtual performances by blink-182 and Big Boi.

Giles Woodyer, vice president, brand managing director/House of Bombay, Bacardi U.S.A., Inc., who will discuss how the spirits company turns consumers into fans of its brands by tapping their interests and passions.

Workshops will be conducted by sponsors, properties and agencies that are setting the bar for the industry:

AAA Mid-Atlantic’s Matthew Haas on essential strategies for achieving multiple objectives and maximizing the value of your partnerships.

AT&T’s Hestia Lee on driving revenue through sponsored content.

Gatorade’s Scott Paddock on what sponsors want in terms of proposals, benefits, activation ideas, objectives and help in measuring return.

Milwaukee Journal Sentinel’s Dave Wise on new media sponsorship models for new times.

QuikTrip’s Chris Cadieux on assessing opportunities for digital activation.

Skandia Insurance’s Niklas Birgetz on demonstrating the positive impact of corporate social responsibility

AIGA’s Rose Adkins on repositioning your sponsorship opportunity to attract new dollars.

Chicago Bears’ Chris Hibbs on taking established sponsorship programs to the next level.

Essence Communications Joy Collins on innovating to grow in a down economy.

Harlem Ambassador’s Dale Moss on jump-starting a sponsorship program with budget-relieving in-kind deals.

Rethink Breast Cancer’s Alison Gordon on how a small property maintains value and relevancy in today’s marketplace

Skip Barber Racing School’s Charles Kim on 10 things you must do to successfully sell sponsorship

Capitalize Ltd.’s Richard Moore on planning and executing an integrated, multi-channel leveraging program.

Career Sports & Entertainment’s Mark Lazarus on making customers fans and fans customers.

IntersportsCharlie Besser, Dave Curran and Dan Jones on the integrated sale of property partnerships with sponsors, broadcasters and others to ensure maximum value to all involved.

TriplePundit’s Ryan Mickle on tapping social media to engage stakeholders


• Advice and insights from Gail Lowney Alofsin, Newport Harbor Corp.; Peter Bentzen, The Royal Danish Theatre; Steve Leland, Accenture; and Jed Pearsall and Bill Doyle, Performance Research.
• A series of in-depth workshops for both sponsors and properties, led by IEG’s senior analysts and advisors on a variety of critical and cutting-edge topics.
• One-on-one guaranteed 15-minute meetings with one of our Sponsors In Residence for every paid attendee.
• A five-hour pre-conference seminar: Good for Business: Nonprofit Partnerships that Build Social and Financial Value, will examine how the convergence of consumer activism, corporate social responsibility and strategic philanthropy is creating newer and better opportunities to build financial, social and human capital. Practice leaders from IEG will be joined by Karen Davis, vice president of community relations for Hasbro, Inc. and other outside speakers.

IEG’s annual conference is the premier meeting ground for more than 1,200 sponsors, agencies, media and sports, arts, event and entertainment marketers worldwide.

For a complete agenda, visit or call IEG at 1-800/834-4850 (or 312/944-1727).

Unbound costs $1,895 per person. Good for Business: Nonprofit Partnerships that Build Social and Financial Value costs $499, $399 for Unbound attendees.

About IEG, LLC
IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 27th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).